Ethnographic Research

January 29, 2020

The qualitative study of human behavior in its most natural and typical context. It consists of observation methods, often employing the use of videotaping consumers. Ethnographic researchers immerse themselves in the lives or situation they are studying to gain a comprehensive, close understanding of why people make the decisions they do: how they identify a need or a want, how they gather information to inform their options, and how they decide what actions to take.